Genie has hired former JCB CEO for North America Arjun Mirdha as chief commercial officer for Terex Aerial Work Platforms. In this newly created role, Mirdha will have global responsibility for all aspects of the commercial side of the Terex AWP business for the Genie brand, including sales; commercial operations; marketing; parts; services and lifecycle solutions. Mirdha will be based in Redmond, Wash. He will assume the new role immediately.

“The Genie brand has a leading reputation and position in the global, and in this new role, Arjun’s goal will be to grow our organization and opportunities in all the industries we serve,” said Matt Fearon, Genie president. “As chief commercial officer, Arjun will have an immediate focus on addressing our customers’ needs, including implementing unified solutions that expand on our commitment to be easier to do business with. His experience in the industry will play a vital role in developing deeper customer relationships and improving our commercial operations capability worldwide.”

Before joining Terex AWP, Mirdha spent 21 years at JCB, most recently as president and CEO of the company’s North America business. He has extensive work experience in Europe, Asia and the United States. Mirdha has an MBA, is a CPA and previously served as a board member of the Association of Equipment Manufacturing.

“I am pleased to be joining the Genie team,” said Mirdha. “With a strong presence and outstanding reputation in the aerial and rental industries, the Genie brand is well-known worldwide. I look forward to continuing on the company’s legacy of bringing innovative products to the marketplace, growing market share and leading our future customer solutions initiatives.”